To summarize the data above, overall, the online pharma conversation is growing, but there looks to be a declining trend in engagement with articles over time. Identifying the top 10 most influential HCPs on Twitter and the kinds of articles that do best helps us understand who and what is able to get users' attention in relation to pharma.
5. Consumers are sharing their doctors' advice on social
Another part of the growing conversation around pharma is consumers actively sharing the advice they've received from medical professionals online.
There were 1.36m mentions of consumers talking about doctors’ recommendations on social in the second half of 2020. And 769.1k unique authors shared mentions in the context.
To compare, those numbers grew to 1.94m (total mentions) and 1.1m unique authors in the first seven months of 2021.
That’s a huge increase in recommendations being shared online, and if trends continue we’ll continue to see consumers sharing advice with their followers in 2022.
6. Telemedicine: Patients’ perspectives on remote care
The pandemic drove widespread changes in how medical services are delivered, substantially expanding access to care through telemedicine. Telehealth was thought to provide multiple benefits, from reducing mutual exposure to the coronavirus between patients and medical personnel to preserving personal protective equipment and helping patients with chronic conditions and disabilities receive the care they need without putting them at risk.
We created a query using several terms that people might use to describe the industry and related activities, such as ‘digital health’, ‘telehealth’, ‘teledoc’, ‘virtual care’, etc.
At first glance, the conversation around the topic saw an increase in the early months of the pandemic. Google Trends also suggested that there’s been a dramatic upward trend in search interest around telemedicine since March 2020.